Recently, I attended the Specialty Food Association’s Summer Fancy Food Show in NYC. With over seven years of experience specifically in trade shows, here are the top booth trends I noticed this year.

First Impressions Matter at Trade Shows

Here’s your friendly reminder: at a trade show, you have just 3 to 7 seconds—less than the average human attention span of 8 seconds—to grab someone’s attention. Attendees form quick opinions based on booth design, visual appeal, and staff energy. The following brands nailed it with creative concepts, strong branding, and immersive experiences.

Trend: Better Together / Community Over Competition

Maazah hands down led this category by hosting a Fancy Fête Picnic that brought together 14 different CPG brands, including:

Maazah, Firehook Crackers, Spring & Mulberry, Coro Foods, Ooso Sparkling Tea, Oishii, Live Loud Foods, BollyGood, Fishwife, Marin French Cheese Co. Ziba Foods, Zesty Z, Unbothered Foods.

This thoughtful collaboration elevated every brand involved and embodied the spirit of community over competition—a growing trend in the specialty food and beverage space.

Firehook Crackers - Showcased their collaborations and limited addition crackers with Grillo’s Pickles, Ithaca Hummus, Graza, and Fishwife.

Burlap & Barrel

This brand continues to redefine what a spice company can be. They showcased:

New Elevated Essentials Line – Featuring American spice blends like BBQ, Steak Seasoning, and Sumac Lemon Pepper (all single-origin).
Impactful Collaborations – Including a Dr. Jane Goodall partnership and the Woodland Honey Trio, harvested sustainably from the woodlands of Western Tanzania.
Martha Stewart x Burlap & Barrel New Collab

Pistakio x Ollin – Cake for Breakfast Pop-Up

A creative and indulgent pairing! Ollin’s Yellow & Chocolate Cake Mix was topped with whipped Pistakio cream for a memorable and Instagram-worthy treat that blended breakfast and dessert in one.

HOT Trend: Vending Machines + Gamification

Interactive booths and gamified experiences drew consistent crowds and created a fun, memorable touchpoint for attendees. Here are a few standouts:

Tari Peruvian Hot Sauce – Featured a claw machine where winners scored a keychain of their adorable llama mascot.
Bauducco – Installed a vending machine that dispensed signature baked goods like panettone, biscuits, and wafers.
Even the Specialty Food Association Press Room joined the trend, offering a vending machine that allowed you to pick two samples per day—products included Runamok Sparkle Syrup and Lexington Bakes.

Trend: Buzz-Worthy Brands & PR-Friendly Moments

Some brands didn’t just show up—they created word-of-mouth buzz and organic PR moments with clever concepts, eye-catching designs, and media-friendly storytelling. These are the kinds of booths that attendees couldn’t stop talking about:

Standouts That Sparked Curiosity

Figa Foods – A better-for-you bar designed to satisfy sweet cravings, featuring Cupuaçu (coo-poo-AH-soo), a superfruit from the Amazon that offers a chocolate-like experience.
Zeroe – A plant-based caviar made from seaweed—surprising, sustainable, and topped off with a mini claw machine that delighted attendees.
Ooso Sparkling Tea – Elegant and refreshing, this sparkling tea is inspired by natural wine, with nuanced flavors and beautiful packaging.
Niramaya – Served up crunchy, savory naan pretzels, combining Indian-inspired flavor with a familiar snack format.
Stir Fry Cheesy Ramen – A bold and playful twist on comfort food—unexpected and totally craveable.

Smart & Creative Booth Engagements

These brands went the extra mile to create experiential touchpoints and keep visitors engaged longer:

Salad Sprinkles – Hosted a charming “Sprinkle & Sip” morning event featuring maple donuts, cold brew, and coffee. Events like this are a smart way to give attendees a reason to stop by your booth early.
Nutty Novelties Nut Butters – Took a fresh approach with live podcasting right in their booth—great for brand visibility and real-time content creation.
Hoboken Farms – Hired a professional yo-yo performer, and yes—it worked. It was captivating and fun, proving that even small touches can make a big impact.
Stellar Pretzel Braids – Got “nifty thrift” with walking samples, meeting people where they were with pretzels in hand—literally.
Ripi Ravioli – While celebrity chef booths seemed to be less of a trend this year, Chef Joe Sasto was on-site at Ripi, where he’s both a founder and culinary lead. A subtle nod to star power done right.

Final Thoughts

The 2025 Summer Fancy Food Show was packed with inspiration for brands looking to stand out on the trade show floor. Whether through thoughtful collaborations, interactive experiences, or creative storytelling, the best booths this year leaned into connection, fun, and brand authenticity.

Looking to elevate your own booth strategy? Take cues from these standout brands—your next 7-second impression could be the one that lands your biggest customer yet.